Research On China Eastern Airlines Service Quality Evaluation And Promotion Strategy

With the rapid development of our country economy, the living standard of people has been improved. Compared with other vehicles more and more people are willing to choose by plane. The increasing demand of transportation of domestic civil aviation has promoted the development of china national aviation industry.However, compared with the international first-class airlines, there are big gaps between foreign and domestic airlines in service quality. Domestic airlines have poor service level, lack of uniform standard and norms and there is no service quality management system in order to improve the service quality. If airlines unable to establish an effective service quality management system, they will be eliminated by the market. Therefore, it is a meaningful subject to establish a reasonable service quality evaluation system, with the characteristics of domestic airlines, to improve the service quality management.First of all, based on service quality theories, quality management theories, we discuss the standard of service quality and summarize domestic and foreign literature, analysis the current situation of domestic aviation industry service quality. We construct a new service quality system of airlines which includes six dimensions and 23 sub-indicators. Secondly, we take the China Eastern Airlines as an example to do an empirical study and get the survey questionnaire of service quality evaluation about Nanjing LuKou international airport. We use the methods of combination of Analytic Hierarchy Process to decide the index weight of customer satisfaction and importance of 23 sub indicators. Through using the SPSS, we analyze the reliability and descriptive statistics. Finally, we use the fuzzy evaluation method to calculate total service quality score of 3.027points. It suggests that customers are satisfied with the existing service quality, but there is a big gap between the requirements of customer expectations. Combined with the method of importance-performance, we find out the restriction factors of service quality of China Eastern Airlines. Some specific suggestions have been given to improve the quality of service of China Eastern Airlines, and it has a strong guiding significance.